MULTIPLE PERSONALITIES

Marketers are getting friendly with the freestanding insert. Consumer- and customer-friendly, that is.To heighten awareness among shoppers and with the retail trade, consumer packaged goods companies are using the FSI to promote multiple products in their brand portfolio. A few of the big marketers -- mainly Kraft Foods and Procter & Gamble Co. -- are doing so through what some call the solo-FSI,

Marketers are getting friendly with the freestanding insert. Consumer- and customer-friendly, that is.

To heighten awareness among shoppers and with the retail trade, consumer packaged goods companies are using the FSI to promote multiple products in their brand portfolio. A few of the big marketers -- mainly Kraft Foods and Procter & Gamble Co. -- are doing so through what some call the solo-FSI, a manufacturer-specific FSI. Solo-FSIs are distributed via the Sunday paper, but sep